When it comes to packaging, MMR recognizes that sustainability spans the entire packaging lifecycle; from the choice of raw materials and all the way through to recycling and waste management. As a research partner for multiple food, drink, and household and personal care companies around the world, we also acknowledge that manufacturers are already making huge efforts to develop sustainable packaging, for example via light-weighting, recyclability and the exploration of compostable or biodegradable materials. However, although such actions help manufacturers deliver against their corporate responsibility, in achieving these aims they tend to undervalue the consumer experience.
We know from experience that consumers demand convenience, superior functionality, value for money and emotional reassurance from packaging. These are the factors that ultimately drive their preferences and choices. So, despite consumers becoming more knowledgeable on the topic of sustainability, their shopping and purchase behavior doesn’t seem to be strongly influenced by a pack’s green credentials.